Refrigerated case advertising system and method

ABSTRACT

A refrigerated merchandiser for maintaining food product at a desired temperature. The refrigerated merchandiser includes a case having a product display area adapted to support and display the food product to be visible from the front of the case and a refrigeration system operable to supply refrigerated air to the product display area and adapted to maintain the food product at the desired temperature. The case further includes at least one graphic display panel coupled to the case and a controller in electrical communication with the graphic display panel. The controller delivers a signal to the graphic display panel which displays video advertising based on the signal received from the controller.

BACKGROUND

The present invention relates to an advertising system for arefrigerated merchandiser. More particularly, the present inventionrelates to a refrigerated merchandiser that includes a controller whichallows a user to modify the advertising system.

Static advertising exists on shopping carts and on display cardsattached to shelving. Generally, the static advertising must be manuallymodified at the advertising location and provides limited advertisingflexibility. The static placards used must be frequently updated withnew placards to keep up with current promotions and consumer interests.The placards that are replaced are either stored for potential futureuse, which takes up storage space, or discarded.

Advertising systems also incorporate monitors near checkout lanes ordisplays at the end of aisles or walkways to display advertising. Thesesystems necessitate local control at each individual store. A retailertypically purchases the merchandiser containing the product to be soldand the system that provides the desired method of advertising, whichcan pose significant costs to the retailer. When video advertising isdesired or required, the retailer must purchase and maintain expensiveequipment. Typically, the advertising system requires local control tomodify the advertisement displayed on the system.

SUMMARY

The invention provides an advertising system for a refrigeratedmerchandiser used by a retailer to sell food product. Advertising spaceis displayed on graphic display panels attached to the refrigeratedmerchandiser. The invention provides a system to control the advertisingspace locally or from a remote location. Additionally, the inventionprovides a method of advertising on the refrigerated merchandiser.

In one embodiment, the invention provides a refrigerated merchandiserfor maintaining food product at a desired temperature. The refrigeratedmerchandiser includes a case, a refrigeration system, at least onegraphic display panel coupled to the case, and a controller inelectrical communication with the graphic display panel. The caseincludes a product display area adapted to support and display the foodproduct to be visible from the front of the case. The refrigerationsystem supplies refrigerated air to the product display area maintainsthe food product at the desired temperature. The controller delivers asignal to the graphic display panel and the graphic display paneldisplays video advertising based on the signal received from thecontroller.

In another embodiment the invention provides a method of providingadvertising on a refrigerated merchandiser located at a retailer. Themethod includes providing a refrigerated merchandiser having at leastone graphic display panel and a controller in electrical communicationwith the graphic display panel, providing network service in electricalcommunication with the controller, delivering video advertising from thenetwork service to the controller, delivering the video advertising fromthe controller to the graphic display panel, and displaying the videoadvertising on the graphic display panel.

In yet another embodiment the invention provides a method of providingadvertising on a refrigerated merchandiser located at a retailer. Themethod includes providing a refrigerated merchandiser having advertisingspace, charging a fee from the case manufacturer to at least oneadvertiser to advertise on the advertising space, displaying theadvertising on the advertising space, and reducing the purchase cost ofthe refrigerated merchandiser to the retailer by an amount based on thefee charged to the at least one advertiser.

Other aspects of the invention will become apparent by consideration ofthe detailed description and accompanying drawings.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a perspective view of a refrigerated merchandiser of thepresent invention illustrating graphic display panels displaying staticadvertisements;

FIG. 2 is another perspective view of the refrigerated merchandiser ofFIG. 1, illustrating graphic display panels displaying activeadvertisements;

FIG. 3 is a section view of the refrigerated merchandiser of FIG. 2,illustrating a canopy and a light source; and

FIG. 4 is a perspective view of the refrigerated merchandiser of FIG. 2,including a schematic view of a control system.

DETAILED DESCRIPTION

Before any embodiments of the invention are explained in detail, it isto be understood that the invention is not limited in its application tothe details of construction and the arrangement of components set forthin the following description or illustrated in the following drawings.The invention is capable of other embodiments and of being practiced orof being carried out in various ways. Also, it is to be understood thatthe phraseology and terminology used herein is for the purpose ofdescription and should not be regarded as limiting. The use of“including,” “comprising,” or “having” and variations thereof herein ismeant to encompass the items listed thereafter and equivalents thereofas well as additional items. Unless specified or limited otherwise, theterms “mounted,” “connected,” “supported,” and “coupled” and variationsthereof are used broadly and encompass both direct and indirectmountings, connections, supports, and couplings. Further, “connected”and “coupled” are not restricted to physical or mechanical connectionsor couplings.

FIG. 1 illustrates a refrigerated merchandiser 10. The refrigeratedmerchandiser 10 includes a case 15 and at least a portion of arefrigeration system 20 (see FIG. 4) to maintain food product (notshown) at a desired temperature. The refrigeration system 20 can includea condenser and one or more fans to generate a refrigerated airflowthrough an evaporator to cool the food product. The refrigeration system20 may also include other components, such as one or more compressors, areceiver, and one or more expansion valves. The refrigeratedmerchandiser 10 is an open front merchandiser, although other styles ofrefrigerated merchandisers are also considered (e.g., closed frontmerchandiser). The refrigerated merchandiser 10 may include a mediumtemperature merchandiser, in which the air temperature within the case15 is maintained within a standard temperature range of 32° F. to 41° F.Such merchandisers may include, for example, meat merchandisers, deliand dairy merchandisers, and produce merchandisers. Alternatively, therefrigerated merchandiser 10 may include a low temperature merchandiser,in which the air temperature within the case 15 is maintained at atemperature below 32° F. Such a merchandiser may include, for example, areach-in frozen food merchandiser.

The case 15 includes a lower portion 25, walls 30, and a canopy 35. Thecase 15 defines a product display area 40 between the lower portion 25and the canopy 35. The product display area 40 permits customer accessto refrigerated products (not shown) through an opening 45 adjacent afront of the case 15. A plurality of shelving units 50 supports therefrigerated products within the product display area 40. The lowerportion 25 includes a bumper 55 coupled to the case 15 adjacent theopening 45. The bumper 55 inhibits damage to the case 15 from impact byshopping carts or other objects.

The refrigerated merchandiser 10 further includes a plurality of graphicdisplay panels 60 attached to the front of the merchandiser 10. Each ofthe graphic display panels includes advertising space (e.g., flatpanels, night curtain space, etc.) visible to a consumer. In someembodiments, only a single graphic display panel 60 is attached to thecase 15. In the construction of the refrigerated merchandiser 10 shownin FIG. 1, some of the plurality of graphic display panels 60 areattached to the lower portion 25 adjacent the bumper 55 and the other ofthe graphic display panels are attached to the canopy 35. The pluralityof graphic display panels 60 extend approximately end-to-end across asubstantial length of the lower portion 25 and the canopy 35.

The graphic display panels 60 on the lower portion 25 can include staticadvertisements such as signs, decals, transparencies, graphic panels,placards or the like. The plurality of graphic display panels 60 on thecanopy 35 are configured to display video advertising that includesstatic video advertisements or active video advertisements. The graphicdisplay panels 60 on the canopy 35 can include liquid crystal displays(LCDs) to display the video advertising, although other graphic displaypanels are also possible (e.g., plasma screens, etc.). The staticadvertisements and the static video advertisements can include a word orwords, a picture, a combination of words and pictures, and the activevideo advertisements can include motion video (e.g., televisionadvertisements, etc.). The video advertising on the canopy 35 shown inFIG. 1 illustrates an example of static advertisements which can beconfined to the graphic display panel 60 on which it is displayed orspread across the plurality of graphic display panels 60. The staticvideo advertisement on the canopy 35 can be similar to a staticadvertisement on the lower portion 25 in that it includes no motionwithin the advertisement.

The video advertising of FIG. 2 illustrates an example of an activeadvertisement. The configuration of the plurality of graphic displaypanels 60 allow the active advertisement to “travel” across each of theplurality of graphic display panels 60. The direction of “travel” forthe active advertisement can be in any direction when facing the front(e.g., left, right, up, down).

In some embodiments, the locations of the graphic display panels canvary. For example, the graphic display panels can be located on one ofeither the lower portion 25, the canopy 35, or elsewhere on themerchandiser. Also, it should be noted that use of the term graphicdisplay panel incorporates any panel that is capable of displaying astatic advertisement, a static video advertisement, an active videoadvertisement, or static video and active video advertisements.

FIG. 2 shows a controller 65 attached to a top of the case 15 andadjacent the canopy 35. The controller 65 is in electrical communicationwith the plurality of graphic display panels 60 on the canopy 35 througha first communication means 70. The controller 65 is operable to send asignal using the first communication means 70 to each of the pluralityof graphic display panels 60 independent of the remaining of theplurality of the graphic display panels 60. The signal is indicative ofvideo advertising to be displayed on the plurality of graphic displaypanels 60.

The controller 65 is in electrical communication with at least onesensor 75 adjacent the product display area 40 through a secondcommunication means 80. The sensor 75 is operable to deliver a signal tothe controller 65 indicative of a measured parameter (e.g., temperature,humidity, etc.) of the refrigerated merchandiser 10. The refrigerationsystem 20 is selectively adjustable by the controller 65 based on thesignal. The controller is further operable to selectively activate anindicator 85 visible to one or more end users based on the signal. Theindicator 85 provides notification to at least one of the end usersregarding the status of the refrigerated merchandiser control hardware(e.g., temperature monitoring, fan failure, EPR or TEV valve control,defrost control, etc.). The indicator 85 can be a warning signal orother visible and/or audible alarms.

FIG. 3 illustrates the canopy 35 that includes a light source 90 coupledto the canopy 35. The light source 90 is adjacent to the plurality ofgraphic display panels 60 and an outlet 95 which facilitatesrefrigerated air flow into the product display area 40. The light source90 is directed along a first path of illumination 100 toward the productdisplay area 40 to illuminate the product display area 40. The lightsource 90 is further directed along a second path of illumination 105toward the plurality of graphic display panels 60 to at least partiallyilluminate each of the plurality of graphic display panels 60. Theillustrated embodiment of the light source 90 includes three fluorescentlight sources. However, the light source may incorporate fewer thanthree light sources or more than three light sources. Additionally,other light sources are also considered (e.g., incandescent, lightemitting diodes, etc.).

FIG. 4 shows a schematic representation of a control system 110 whichincludes the controller 65, the sensor 75, and a network service 115 inelectrical communication with the controller 65 through a thirdcommunication means 120. The third communication means 120 facilitatescommunication between the network service 115 and the controller 65. Thethird communication means 120, like all of the other communicationmeans, can include a wireless or wired connection.

The network service 115 is provided and/or accessible by at least oneremote terminal 125 (e.g., computer, keyboard etc.) that is available tothe end user through a fourth communication means 130. The indicator 85sends a signal to the remote terminal 125 indicating a measuredparameter of the control hardware. The indicator 85 may also selectivelynotify the end user at the refrigerated merchandiser 10. The end usercan include one or more of a manufacturer, a retailer, an advertiser, ora third party (e.g., network administrator, etc.). The advertiser mayhave access to the advertising to be displayed on the graphic displaypanels 60 through the network service 115 and the remote terminal 125.The manufacturer has access to the refrigerated merchandiser 10 throughthe network service 115 and the remote terminal 125 to control theadvertising and the refrigeration system 20. In other embodiments, theretailer has control over the refrigeration system 20 and/or theadvertising to be displayed on the graphic display panels 60, and themanufacturer retains control over the network service 115. Still otherembodiments of end user relationships exist and are considered herein.

The video advertising in FIG. 4 illustrates an example of a combinationof static and active advertisements. The static advertisement (e.g.,“DISPLAY”) is displayed on one of the plurality of display panels 60,while the continuous and active advertisement (e.g., “ADVERTISEMENT”) isdisplayed on the remaining of the plurality of graphic display panels60. The number and combination of static advertisements and/or activeadvertisements vary depending on the exact quantity of the plurality ofgraphic display panels 60 available and the desire of the end user.

The refrigeration system 20 is in electrical communication with thecontroller 65 through a fifth communication means 135. At least aportion of the refrigeration system 20 couples to the case 15 andprovides refrigerated air to the product display area 40. Therefrigeration system 20 adjustably changes parameters of the productdisplay area 40 based on signals from the controller 65.

In one method of operation, the manufacturer provides the refrigeratedmerchandiser 10 having a plurality of graphic display panels 60 to theretailer. The manufacturer charges a fee to at least one advertiser forthe ability to advertise on the advertising space having one or moregraphic display panels 60. The manufacturer charges a fee to theretailer for the refrigerated merchandiser 10. The manufacturer mayreduce the fee charged to the retailer for the refrigerated merchandiser10 based on the fee charged by the manufacturer to the advertiser.Alternatively, the manufacturer may provide the refrigeratedmerchandiser 10 to the retailer without charging a fee to the retailerfor the refrigerated merchandiser 10. The cost of the refrigeratedmerchandiser 10 is passed on to the one or more advertisers whoadvertise on the advertising space without increasing the cost to theretailer for the refrigerated merchandiser 10.

The manufacturer is one end user with access to plurality of graphicdisplay panels 60 on the refrigerated merchandiser 10 through thecontrol system 110. The manufacturer may provide access to the networkservice 115, the controller, and the plurality of graphic display panelsto additional end users. Generally, the end user delivers and/orcontrols the advertising through the control system 110 to be displayedon one or more of the plurality of graphic display panels 60 which maybe any combination of static video and active video advertisements. Inone embodiment, the additional end users include at least oneadvertiser. The at least one advertiser then has access to the pluralityof graphic display panels 60 and may view and/or adjust the advertisingdisplayed on the graphic display panels 60. The advertiser may alsodirectly deliver the video advertising through the control system 110 tothe plurality of display panels 60 without assistance from themanufacturer or the retailer.

In another method of operation, the retailer purchases or otherwiseobtains the refrigerated merchandiser 10 from the manufacturer. Therefrigerated merchandiser 10 includes a control system 110 accessible bythe end user and in electrical communication with at least one graphicdisplay panel 60. The end user sends a signal indicative of the videoadvertising to the controller 65 from the remote terminal 125 andthrough the network service 115 in order to display video advertising onthe advertising space of the graphic display panel 60. When a pluralityof graphic display panels 60 are attached to the case 15, the end usersends a plurality of signals indicative of the video advertising to thecontroller 65, which in turn delivers the video advertising to theadvertising space. The video advertising can be distributed as staticvideo advertisements or active video advertisements, or as anycombination of thereof. The video advertising can be displayedcontinuously across the plurality of the graphic display panels 60.Additionally, the video advertising can be displayed on one of theplurality of graphic display panels 60 separately from the remaining ofthe plurality of graphic display panels 60. The video advertisingadjustably changes according to input from the end user through thecontrol system 110.

The merchandiser manufacturer charges the retailer a fee for therefrigerated merchandiser 10 and/or the network service 115 on therefrigerated merchandiser 10. The refrigerated merchandiser 10 supportsadvertising space for one or more advertisers. The retailer charges eachadvertiser a fee for the advertising space on the plurality of graphicdisplay panels 60. In some embodiments, this fee can be a premium on theadvertiser's traditional slotting fee. Each advertiser may choose toadvertise on one or more of the plurality of graphic display panels 60and also can be allowed access to the network service 115 in order todeliver the video advertising directly from the advertiser to theplurality of graphic display panels 60 using the control system 110.

Additionally, the network service 115 can be integrated with thecontroller 65 to monitor and control the refrigerated merchandiser 10 tomaintain food product in the product display area 40 at a desiredcondition or preset parameter. The controller 65 receives a signal fromthe sensor 75 indicative of a measured parameter and then communicatesthrough the network service 115 to the end user regarding the status ofthe refrigerated merchandiser control hardware. The controller 65selectively activates the indicator 85 based on the signal received fromthe sensor 75. The controller 65 further sends a signal to therefrigeration system 20 to adjust the measured parameter based on thesignal from the sensor 75. The signal indicative of an adjustment of therefrigeration system 20 can be generated by the end user through thenetwork service 115, or automatically by a program or control mechanismwithin the controller 65 or network service 115.

Various features and advantages of the invention are set forth in thefollowing claims.

1. A refrigerated merchandiser for maintaining food product at a desiredtemperature, the refrigerated merchandiser comprising: a case includinga product display area adapted to support and display the food productto be visible from the front of the case; a refrigeration systemoperable to supply refrigerated air to the product display area andadapted to maintain the food product at the desired temperature; atleast one graphic display panel coupled to the case; a controller inelectrical communication with the graphic display panel, wherein thecontroller is operable to deliver a signal to the graphic display panel,the graphic display panel operable to display video advertising based onthe signal received from the controller.
 2. The refrigeratedmerchandiser of claim 1, wherein the at least one graphic display panelincludes a plurality of graphic display panels, wherein the plurality ofgraphic display panels extend end-to-end across a substantial length ofthe case.
 3. The refrigerated merchandiser of claim 2, wherein thecontroller is operable to deliver a respective plurality of signals tothe plurality of graphic display panels, the plurality of graphicdisplay panels operable to display continuous video advertising acrossthe plurality of graphic display panels based on the plurality ofsignals.
 4. The refrigerated merchandiser of claim 2, wherein thecontroller is operable to deliver a respective plurality of signals tothe plurality of graphic display panels, at least one of the pluralityof graphic display panels operable to display video advertising based onone of the respective plurality of signals independent of the remainingof the plurality of graphic display panels.
 5. The refrigeratedmerchandiser of claim 4, wherein the at least one of the plurality ofgraphic display panels is operable to display a static advertisement andthe remaining of the plurality of graphic display panels is operable todisplay an active advertisement.
 6. The refrigerated merchandiser ofclaim 1, wherein the at least one graphic display panel includes aliquid crystal display.
 7. The refrigerated merchandiser of claim 1,further comprising at least one sensor in electrical communication withthe controller wherein the sensor is operable to generate a signal basedon a measured parameter of the refrigerated merchandiser, the controlleroperable to receive the signal from the sensor.
 8. The refrigeratedmerchandiser of claim 7, wherein the controller is operable to adjustthe refrigeration system based on the signal from the sensor.
 9. Therefrigerated merchandiser of claim 7, wherein the controller is operableto activate an indicator based on the signal from the sensor.
 10. Therefrigerated merchandiser of claim 1, wherein the controller is attachedto the top of the case.
 11. The refrigerated merchandiser of claim 1,wherein the controller electrically communicates with a network serviceaccessible to an end user.
 12. The refrigerated merchandiser of claim 1,further comprising a light source supported by the case between theproduct display area and the graphic display panel.
 13. The refrigeratedmerchandiser of claim 12, wherein the light source is operable toproject light along a first path of illumination directed toward theproduct display area adapted to brighten the food product, and whereinthe light source is operable to project light along a second path ofillumination directed toward the graphic display panel, at least aportion of the light along the second path of illumination operable topass through the graphic display panel to be visible from the front ofthe graphic display panel.
 14. The refrigerated merchandiser of claim 1,wherein the case further includes a canopy positioned above the productdisplay area, and wherein at least one graphic display panel couples tothe canopy.
 15. A method of providing advertising on a refrigeratedmerchandiser located at a retailer, the method comprising: providing arefrigerated merchandiser having at least one graphic display panel anda controller in electrical communication with the graphic display panel;providing network service in electrical communication with thecontroller; delivering video advertising from the network service to thecontroller; delivering the video advertising from the controller to thegraphic display panel; and displaying the video advertising on thegraphic display panel.
 16. The method of claim 15, further comprisingcharging a fee to the retailer for providing the network service. 17.The method of claim 15, further comprising allowing an advertiser accessto the network service.
 18. The method of claim 17, further comprisingdelivering the video advertising from the advertiser to the networkservice.
 19. The method of claim 18, further comprising charging a feefrom the retailer to the advertiser.
 20. The method of claim 19, whereincharging a fee from the retailer to the advertiser includes offeringprice specials based on the volume of advertising.
 21. The method ofclaim 15, wherein displaying the video advertising includes displayingcontinuous video advertising across a plurality of graphic displaypanels.
 22. The method of claim 15, wherein displaying the videoadvertising includes displaying video advertising on one of a pluralityof graphic display panels independent of the remaining of the pluralityof graphic display panels.
 23. The method of claim 22, whereindisplaying video advertising includes displaying a static advertisementon the one of the plurality of graphic display panels independent of theremaining of the plurality of graphic display panels displaying anactive advertisement.
 24. The method of claim 15, further comprisingintegrating the network service to monitor and control the refrigeratedmerchandiser.
 25. A method of providing advertising on a refrigeratedmerchandiser located at a retailer, the method comprising: providing arefrigerated merchandiser having advertising space; charging a fee fromthe case manufacturer to at least one advertiser to advertise on theadvertising space; and displaying the advertising on the advertisingspace; and reducing the purchase cost of the refrigerated merchandiserto the retailer by an amount based on the fee charged to the at leastone advertiser.
 26. The method of claim 25, further comprisingeliminating the cost of the refrigerated merchandiser to the retailer.27. The method of claim 25, wherein providing a refrigeratedmerchandiser includes providing at least one graphic display panel onthe refrigerated merchandiser for displaying video advertising and acontroller in electrical communication with the at least one graphicdisplay panel.
 28. The method of claim 27, further comprising providingnetwork service in electrical communication with the controller.
 29. Themethod of claim 28, further comprising delivering video advertising fromthe network service to the controller and delivering the videoadvertising from the controller to the at least one graphic displaypanel.
 30. The method of claim 28, further comprising allowing anadvertiser access to the network service.
 31. The method of claim 30,further comprising delivering the video advertising from the advertiserto the network service.